농산물 브랜드의 유형 및 공동브랜드의 브랜드마케팅전략- 부여 및 청양지역 간의 공동브랜드 비교분석 -

Abstract

The background of this study is to compare and analyze brand marketing strategies between agricultural brand types and Buyeo and Cheongyang co-brands. In the scope of the study, first, the spatial scope is for Cheongyang-gun administrative districts adjacent to Buyeo-gun. Second, the time horizon is based on the success factors of Korea's agricultural co-brands, and the success factors of these regions are sought. Third, the content scope establishes brand marketing strategies through comparative analysis of brands concepts, brand types(co-brand, private, retailer, alliance, M&A and ingredient brand), and co-brands in two regions. The method of research utilizes literature research, secondary sources, and the homepage of both regions. The results of this study are as follows. First, Buyeo-gun and Cheongyang-gun have a single co-brand in different types of agricultural brands. Second, these two regions limit applications for the use of joint brands to organizations. The reason is to gain the brand trust of consumers through objective quality control of locally produced agricultural products. Buyeo may apply for agricultural, livestock and processed food produced in the region, including 10 products. On the other hand, Cheongyang grants 20 points of evaluation items to 15 strategic items of agricultural products. Third, Cheongyang-gun restricts applications for joint brand use as excellent agricultural products, which are related investments. Fourth, Cheongyang produces many varieties of agricultural products, so unlike Buyeo, it should target niche markets with excellent agricultural products